The Rise of Outlander and Its Impact on Scottish Tourism
In the summer of 2013, the US cable network Starz and Sony Pictures Television announced their plans to adapt Diana Gabaldon's Outlander series for television. This historical romance quickly became a global phenomenon, featuring CaitrÃona Balfe as time-traveling nurse Claire Randall and Sam Heughan as Jacobite Jamie Fraser. The first of eight seasons began filming later that year in Cumbernauld and at locations across Scotland, including Culross, Doune, and Glencoe.
Even before the first episode aired, Visit Scotland started collaborating with Sony to explore the potential of what would become known as the "Outlander effect." Jenni Steele, film and creative industries manager for Visit Scotland, described the show’s appeal: “It’s got romance, battles, culture, Gaelic, music, food and drink, and the mystery of people trying to change through different time zones and periods in history. Anything we put out about Outlander did really well in terms of media coverage, social interest, and engagement on our website. It just became this huge, huge hit.”
The first season of Outlander wasn’t seen in the UK until 2015, but by then, fans from the US and Germany were already traveling to Scotland to see where it was filmed. With nine books in the series—starting with Outlander, published in 1991—there are numerous fan groups dedicated to the books, the show, and individual characters. General fans are called the Outlandish, while Sam Heughan’s followers are known as Heughligans, and Catriona Balfe’s fans are united in Balfever.
“It’s not just the locations,” said Jenni Steele. “They’re really interested in getting under the skin of Outlander and discovering the real history behind Scotland and the stories they see on screen.”
Preserving Scottish Culture Through Outlander
The impact of Outlander extends beyond tourism. Elizabeth Thomson, Sheila MacKay, and Maureen Caddon are part of the Badenoch Waulking Group, which was established 30 years ago to revive and promote the tradition of "waulking"—a process where people pound tweed to shrink the cloth. This practice is accompanied by Gaelic song. Since the group appeared in the opening episode of Outlander, their demonstrations have attracted attention, including an online video that has been viewed by millions.
“My ancestors are all from the islands,” said Elizabeth. “So they would undoubtedly have taken part in this, but I hadn’t heard of it.” Sheila added, “I think it’s so important to pass this on to a new, younger generation. We do have a young waulking group within the primary school in Newtonmore, but if you don’t use it, we’re going to lose it.”
The group has gathered over a hundred songs, which they sing while demonstrating the waulking. They say it often moves onlookers to tears. “We witness so many people in floods of tears while listening to us singing,” said Sheila. “Especially from across the pond. I think some of that is Outlander-related, but it’s also about keeping the culture going, which isn’t happening in a lot of areas.”
A New Chapter in the Outlander Story
Filming has already wrapped on the eighth season of Outlander, with the final episode set for release next year. However, a new chapter in the story is now unfolding. A prequel to the books, Blood of My Blood, has been released in the US, with the UK release scheduled for Saturday. Filmed in Scotland, it follows the parents of both Jamie Fraser and Claire Randall and switches between 18th Century Scotland and Second World War France.
Jenni Steele hopes the prequel will boost location visits, which have often doubled or trebled when featured in the show. “It goes back in time even further, which is great because it links into an earlier period of history that we can tap into,” she said. “Our recent visitor surveys show that around 30% of international visitors are inspired to come to Scotland having seen this nation on film and TV, and Outlander plays a huge role in that.”
She added, “There’s a real love for the series, and of course it keeps filming going in Scotland, which helps boost the economy, supports locations, and showcases Scotland. We’re not seeing any sign of the original Outlander fans slowing down, so hopefully this will really engage people for years to come.”
The Double-Edged Sword of Outlander Tourism
While Outlander has brought immense attention to Scotland, it has also created challenges. The influx of tourists has led to increased pressure on local communities and historic sites. Some argue that the show’s popularity has turned parts of Scotland into tourist hotspots, altering the natural rhythm of daily life in these areas.
Despite these challenges, the cultural and economic benefits of Outlander cannot be ignored. From reviving traditional practices like waulking to boosting local economies, the show has left a lasting mark on Scotland. As the story continues, it remains to be seen how the balance between tourism and preservation will evolve.